Understand your travel customer is quite challenging in these days. Get some good ideas
how to make it with this report assembled by Eye for Travel.
Why did you book your last vacation? Because it was a cold, rainy winter’s day? Was it the start of the school holidays? Did you get an unexpected bonus? Human behaviour is complex, often irrational, and our decisions are sometimes difficult for us to fathom ourselves.
This makes a travel brand’s job especially difficult, as a trip can be a complex, multifactorial set of choices. The traveler’s journey can also cross over multiple devices and encompass a wide variety of intermediaries, making tracking difficult and creating high potential to waste marketing spend.
However, with the help of massive investments in data gathering, analytics and artificial intelligence, leaders in the travel industry are working hard to better understand modern consumers – and sell more, more cheaply.
Check behavioural trends of your travel customer
Maria Gómez Bada, manager of analytics and data insights strategy for global marketing at HomeAway.com, says that:
When you step back and look at the figures, there are clear behavioural trends that are easy to identify – especially in different seasons and countries.
Understanding these can help your travel business target groups of consumers better, make sure supply matches demand, and stay competitive and profitable.
“Search engine optimisation (SEO) – which used to be the cheapest channel to get people in your website – is now not that easy to gain. If you open your browser and search for anything, you will find a lot of ads on top before you start looking at SEO links. You have to pay a lot for [advertising] getting traffic, so that’s why it’s very important to optimize where you put money.” Maria Gómez Bada, HomeAway.com
Nowadays, you can’t rely on organic search engine optimisation to put your brand first on desktop, mobile screens, or digital assistants as the bidding war for positioning shows no signs of abating. When additional commission costs are added in, even the largest travel brands are staring at a landscape that appears worrying for long-term sustainability. Therefore, there is a clear imperative for travel brands to understand their customer so that they can optimize their spend, perfect the channels travelers look and book with, and drive more direct bookings.
At the core of this is a strong data strategy that brings together disparate customer records, third party information, and customer tracking, in formats that can be queried quickly and accurately, allowing the generation of meaningful profiles of both travelers and their journeys.